Tourism and the Hans Christian Andersen bicentenary event in Denmark

Events have always enjoyed a special role in the celebration and demarcation of local and national cultures. More recently, with contemporary increases in leisure time and discretionary spending, governments and tourism organisations have adopted events as strategic means to international marketing and the promotion of a particular image. Events have also become an increasingly important aspect of a destination’s tourism product, acting as an additional tool through which places can enhance specified tourism objectives. In order for events to be successfully associated with the tourism goals of the host destination, they must be carefully planned and managed to ensure that objectives are met. In connection with the commemoration of the Danish fairy tale writer, Hans Christian Andersen’s bicentenary in 2005, the Hans Christian Andersen 2005 Foundation designated tourism as a special area for attention to attract more visitors to Denmark and further international awareness. The yearlong celebration became the first nationwide event since the Danish Government in 2003 identified events as a contributing factor to making certain parts of the country more attractive as a tourist destination while striving to create new prospects for Danish citizens. The 2005 Andersen celebration was targeted towards international tourists and local interest groups alike to also provide the latter with new socio-cultural opportunities to generate economic growth and cultivate theme related interests.